Meet Brother International
At Brother International, “At your side” is more than a brand promise — it’s a principle that guides how people work, grow, and lead across the Asia-Pacific region.
Part of the global Brother Group, the organization delivers customer-focused technology across printing, labeling, industrial, and sewing solutions — serving homes, businesses, and industries with trusted hardware and services.
From its Singapore headquarters, Brother empowers teams in Human Resources (HR), Management Information Systems (MIS), Sales, Customer Services, and Corporate Services to work with purpose and precision. Together, they champion innovation, build trust, and continuously improve how they serve customers and communities — all while fostering a people-first culture that’s ready for the future.
The challenge
As Brother’s Singapore team scaled its regional footprint, it became clear that legacy tools — spreadsheets, shared drives, inboxes, and Teams messages — were impeding alignment and execution.
Critical workflows such as recruitment, Balanced Scorecard reporting, and Key Performance Indicator (KPI) tracking were spread across siloed systems and manual processes. Hiring pipelines were buried in spreadsheets, stakeholder nudges were easy to miss, and key performance documents were prone to accidental overwrites or deletion.
“Trying to manage cross-departmental workflows with disjointed tools created more admin than outcomes,” says Allan Cheng, Deputy General Manager, Human Capital at Brother International. “We needed a shift from chasing tasks to focusing on outcomes.”
The tipping point came when a critical Balanced Scorecard file was accidentally deleted — delaying reporting and exposing deeper issues around visibility, ownership, and risk.
“That incident made it clear: we needed a transparent, integrated way to manage our work,” adds Sean Tan, Deputy General Manager, MIS Department at Brother International. “It wasn’t just about saving time — it was about setting the foundation for how we want to work moving forward.”
Teams were spending more time chasing updates than making progress. Missed KPIs, duplicated work, and slow decisions became daily friction points — eroding alignment and momentum.
“If you can’t monitor, you can’t manage,” says Cheng. “Without visibility, progress becomes reactive — and we wanted to be proactive.”
The solution
Why monday.com?
As legacy systems became harder to manage, Brother needed a platform that could connect people, not just processes.
“We were looking for more than a tool,” says Tan.
The team adopted monday.com’s Work Management product to unify key processes across people, performance, and operations.
With support from implementation partner Acepak, the rollout began in IT and quickly expanded to HR and Corporate Services.
“We didn’t need to convince anyone,” adds Cheng. “Once teams saw what was possible, they were in.”
From pilot to momentum
Brother began with a focused pilot in IT to centralize task and asset management. As teams experienced improved visibility, faster coordination, and fewer manual follow-ups, adoption gained momentum.
“Once we saw how it helped us manage complex work more easily, adoption followed naturally,” says Tan.
The platform quickly became a shared workspace across departments — flexible enough to meet each team’s needs, but consistent in how it drove alignment and accountability.
HR: streamlining recruitment, onboarding, and offboarding
In HR, monday.com transformed recruitment and onboarding from a series of disjointed steps into one connected workflow. Applications are captured through online forms and automatically routed to the relevant stakeholders. Hiring managers can track contract status, onboarding checklists, and progress updates in one place — reducing manual follow-ups and administrative lag.
The same structure now supports offboarding, giving HR full visibility across the employee lifecycle and making it easier to stay compliant and consistent across teams.
IT: centralizing task and asset management
In IT, monday.com became the team’s operational backbone — managing everything from incoming requests to asset tracking. Tasks are logged and prioritized in real time, giving clear ownership and status at every stage.
Equipment records are always up to date, with visibility into owner, condition, and lifecycle. This has reduced the risk of loss or duplication and improved the team’s ability to plan ahead, troubleshoot faster, and deliver smoother service.
Corporate services: bringing structure to KPI and OKR tracking
In Corporate Services, monday.com turned Balanced Scorecard and Objectives and Key Results (OKR) tracking into a transparent, automated process. Department leaders input updates directly into structured dashboards, with automations triggering timely reminders and deadlines.
Leadership now reviews KPIs and strategic objectives in real time — with fewer delays and greater consistency across departments. This has made it easier to identify gaps, engage the right stakeholders, and align execution with both short-term targets and long-term goals.
“This wasn’t just about tools — it was about changing how we work across departments,” says Cheng.
The impact
The shift to monday.com has delivered both operational and cultural impact. By moving away from disjointed systems, Brother introduced structure, transparency, and confidence across HR, IT, and Corporate Services.
Teams now spend less time on manual follow-ups and more time delivering meaningful work. Hiring runs more smoothly, project updates are visible in real time, and dashboards have replaced version-controlled spreadsheets.
Since implementation, Brother has saved 1,513 hours per year on key processes across departments, reduced reliance on email and manual follow-ups by 50%, and achieved a 40% reduction in recruitment and onboarding cycles.
"We used to chase updates. Now, they come to us automatically," says Cheng. "That shift has given people back headspace — and it’s changed how we collaborate."
What began as an IT-led pilot has become a shared foundation for smarter, more connected work. Looking ahead, Brother plans to extend monday.com to support performance reviews, career development planning, and a centralized Idea Management platform.
“monday.com isn’t just a platform — it’s a catalyst for better thinking and better teamwork. It’s helped us scale structure without adding friction — and that’s a big win.” says Cheng.
